Australian underwear brand, Tradie has launched a new campaign as they expand into the sock market. The 30-second spot featuring Australian rugby star Nick Cummins was created in collaboration with creative agency The Incubator.
Filmed in the bone dry, blistering hot outback, Cummins donning only tradie underwear and their new, made from bamboo socks, dances to his heart’s content in the desert. Apparently, these are undergarments made for any climate or conditions.
“Keep your heels dry, the air fresh and the party going,” says the hulking superstar.
“Our latest spot in the Broken Hill series is an absolute winner,” says Tradie founder Ben Goodfellow. What better way to show the strength and comfort of our bamboo socks than by dancing around in the tough environment of the Aussie outback?”
The production company, Plot Media worked with The Incubator on the spot.
“We’re just trying to have fun with this brand, it’s great working with Nick, he really gets into character. Who knew he could line dance?” said Kyran Docker, Creative Director at The Incubator.
Client – Tradie
Tradie Founder – Ben Goodfellow
Tradie Brand Manager – Simone Hyde
Creative Agency – The Incubator
Account Director – Jeremy Walsh
Creative Director – Kyran Docker
Writer – Skye Davidson
PR Agency – Lampoon Group
Production Company – Plot Media
Producer – Virginia Kay
Director – Nicholas Clifford
DP – Joel Betts
Editor – Luke Dickinson
Grade/Flame – Chris Reynolds
Lampoon Group CEO – Josh White
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